Masterclassing has launched the Masterclassing Connect service, which aims to make it easier for brands to find the right digital marketing partners to work with, from app development to search and everything in between. Using the service, brands complete a brief explaining what type of partner they are looking for, and what the project is they need them to work on. Masterclassing then uses its extensive network of tech partners, built up over the past 15 years, to draw up a shortlist.
Masterclassing has hired Matt Sullivan to head up Connect. Previously SVP for The Drum in New York, Matt has a strong history in consulting with marketers and has worked with various trade associations including the ANA and DMA in the UK and the US, mostly focussing on the role of technology in marketing and running awards programmes.
He said: “With over 8,000 companies in Scott Brinker’s most recent Martech Lumascape, everybody recognises how difficult it is to find the right partner in any given area. Masterclassing has been helping brands to navigate this complex landscape over the past 10 years through our events. Connect is now another way to achieve the same aim. The difference here is that the brands are in control of the process. They write the brief; we then take the pain out of the selection process by using our knowledge of the industry to find the most suitable partners to pitch for the business.”
While referral services have been around for some time, Sullivan argues that Connect has one key point of difference. “Most are focused on finding the right agency partner, because the agency relationship has traditionally been seen as more of a partnership and less a commodity,” he said. “But as the platforms and solutions offered by the tech community become more sophisticated, helping brands with business-critical issues, their role has become just as strategic and consultative as that of the agency. The launch of Masterclassing Connect recognises this, and provides a way to bring brands together with the digital marketing experts best able to help them achieve their business objectives.
We'll be running a launch event for the platform on 8 December starting at 9am. Brands interested in attending can register here.